Question

Which of the following is a disadvantage of advertising as a promotional strategy?

a. It is expensive due to high cost per contact.
b. It allows very little control over the final promotional message.
c. It does not permit totally accurate measurements of results.
d. It cannot be adapted to either mass audience or specific audience segments.

Answer 1

A disadvantage of advertising as a promotional strategy is the high cost per contact, which can be prohibitive and discourage competition. It's also challenging to measure the exact effectiveness of advertising campaigns. Therefore, the correct option is A.

Step-by-step explanation:

Among the options provided, the disadvantage of advertising as a promotional strategy that stands out is that it can be expensive due to high cost per contact. This high cost might limit the number of times an ad is run or the size and scope of the audience it reaches. Large advertising budgets could also act as a barrier to entry for smaller companies, thereby discouraging competition.

Another downside of advertising is the difficulty in measuring the accuracy of the campaign results. While advertising can often be targeted to either mass or specific audience segments, measuring the precise effectiveness and conversion rates can be elusive. Furthermore, advertising strategies may need to evolve as the landscape changes, with consumers finding ways to bypass traditional advertising channels, such as through the use of recording devices or consuming media through ad-free platforms.